“In order to have a vital culture, you need a diverse mix of media.” That’s how concert promoter Tag Evers (True Endeavors, LLC) explains his decision to support WORT on an ongoing basis.
Evers founded True Endeavors in 1992, four years after moving to Madison from Dayton (Ohio) for a Ph.D. program in agricultural economics. A philanthropist involved with building schools in Haiti (see link below), Evers considers booking indie musicians & promoting their shows another kind of benevolent mission. He calls it “curating cultural experiences for the community.”
Asked to name a memorable early True Endeavors show, Evers cites Morphine at the late, lamented Club de Wash. He says that the best performances occur when a critical mass of sensitive listeners meet an artist who responds emotionally to the audience. By way of example, Evers mentions a pair of classic Madison concerts: (1) singer Miriam Makeba joining trumpeter Hugh Masakela & (2) the Blind Boys of Alabama.
Evers said he supports WORT, in part, because it offers music & information that listeners can’t get elsewhere on the local radio dial. His favorite WORT music programs are The Original Wilson Brothers (Tuesdays 8:00 – 11:00 p.m.), The Real Jaguar’s Who Cooks for You? (Fridays 2:00 – 4:30 p.m.) & Bill Malone’s masterful Back to the Country (Wednesdays 9:00 a.m. till noon).
Having survived the recent recession, Evers looks forward to True Endeavors booking more national touring acts in Madison, Milwaukee & beyond. In 2012, Evers formed a partnership with fellow WORT underwriter Frank Productions. Evers said it was a good move, since it allows him to book more established acts throughout the Midwest region.
According to Evers, the merger has the added advantage of “extending my longevity in the business” because he now has Frank Productions’ staff of production, marketing, legal & accounting professionals. Joining this team has freed Evers from the burdens of being a “lone wolf street promoter.”
True Endeavors & Frank Productions are seeking permission from the city to build a 2,500-seat performance venue on East Washington Avenue. Evers would love to book his friends Jackson Browne & Alejandro Escovedo at this dream theater someday.
Upcoming True Endeavors shows that WORT is publicizing include the Dave Rawlings Machine (Oct. 30), Yo La Tengo (Nov. 6), Gogol Bordello (Nov. 12) & Richard Thompson (Dec. 4). True Endeavors is also promoting several concerts in various cities this year for longtime Americana star Mary Chapin Carpenter & buzz-worthy young country singer/songwriter Jason Isbell.
WORT 89.9 FM Community Radio appreciates the financial support of its loyal local business underwriters, including True Endeavors & Frank Productions. They make it possible to spread our love-signal world-wide at www.wortfm.org. Check out our new & improved website!
True Endeavors website
Frank Productions website
Haiti Allies website